Coffee Mate has a few key benefits that attract people to buy it. First of all, it is the simplest alternative to milk. People who can't drink their coffee without milk don't need to carry it around or search for milk since only a coffee companion will do the same job. On the other hand, mate coffee has a flavor that might appeal to some people and that certainly makes you use less sugar. Aside from that, coffee mate is easy to buy and store and has a much longer shelf life than milk, making it a good substitute for milk. On the other hand, sales of coffee mate are limited because it is not a natural product. and contains many chemicals to mimic the function of milk and extend shelf life. Consumers who are aware of this may choose not to use mate coffee or simply think it is unhealthy. The flavors may be beneficial to some, but others may not like a different flavor than milk in their coffee. Its artificial nature could therefore displease some consumers. According to the Coffee Mate website (www.verybestcoffee.com), there are currently 4 different types of Coffee Mates with approximately 17 different flavors. Coffee Mate is not only found in powder form, but also comes in liquid and concentrated liquid form, all designed for different uses and segments. There is even Coffee Mate Soy for soy milk consumers. This differentiation clearly shows that Nestlé caters to different consumer segments. I also think that Coffee Mate products should appeal to multiple segments, as there are many different coffee/tea drinkers in the market. People who like skim milk, regular milk, flavored, unflavored, etc. According to TGI, the instant/ground coffee and milk powder/coffee creamer markets generate five groups of potential customers for Coffee Mate which are: Experimenters: Interestingly, as TGI ultimately suggests, we Experimenters might be expected to rely heavily on Coffee-Mate due to their lifestyle. I think this group should be targeted because they have great potential as coffee drinkers. Coffee Mate should work on winning over this group of customers. One solution would be to make Coffee-Mate a trend among this group. People who see other people using Coffee-Mate will most likely also use Coffee-Mate. Their high coffee consumption is an advantage for Coffee Mate.